April 23rd, 2012
Has London 2012 been greenwashed?
By Jules Boykoff
The Olympic Games showcase exceptional athletic prowess under pressure. But to the chagrin of London 2012 organisers, a different sort of pressure has emerged: a clash between Olympic-style environmentalism and the corporate commercialism of the Games.
The Olympics have long been on a collision course between sustainability and hyper-commercialism. In a way, it’s green versus green, the green ideas of environmentalism versus the greenbacks of corporate capitalism. Right now, Olympics bigwigs are leaning toward greenbacks, placing us on a path toward greenwashing rather than real-deal sustainability. But there’s still time to shift course by terminating sponsorship deals with Dow Chemical and BP.